You have to maximize both your on-site search engine optimization and off-site content creation... The whole aim of marketing effectively is to use as many channels of marketing as cohesively as possible...(e.g., if you have a blog and make a post, also create a FB message driving back to it. You may also want to make a YouTube video about the same title, which should be keyword loaded)
The key is to blanket the internet with relevant content that answers the question that a searcher is asking... Factoring in your searcher is almost as important as the actual content. People learn differently in many distinct ways. Therefore, by using various modalities to market your message, the more able you are to connect with "the whole" essence of your searcher!